MillerCoors to reintroduce 'It's Miller Time' slogan as part of marketing campaign this summer in attempt to reinvigorate its struggling Miller Lite brand

Nevin Barich

LOS ANGELES , March 27, 2012 (Industry Intelligence) – In an attempt to reinvigorate its struggling Miller Lite beer brand, MillerCoors will be reintroducing its “It’s Miller Time” slogan this summer as part of its marketing campaign, Convenience Store News reported March 26.

The new campaign will focus more on the social aspect of the Miller Lite brand, said MillerCoors Chief Marketing Officer Andy England. Previously, the slogan highlighted the work/reward relationship.

England said that MillerCoors intends to boost Miller Lite's media budget by 50% between May and August to support television advertising as well as ads for print and on Facebook, Pandora Media Inc. and Yahoo Inc.'s fantasy sports.

The Miller Lite brand, the sales of which declined in each quarter of 2011, has underperformed for about three years, said Molson Coors President and CEO Peter Swinburn.

The primary source of this article is Convenience Store News, Deerfield, Illinois, on March 26, 2012.

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